Sellina – B2B and B2C eCommerce system for producers and distributors
A single, proven eCommerce system that simultaneously supports B2B and B2C sales—no need to build two separate platforms or create duplicate work for each change. Sellina starts with 80–100% functionality for both channels, is relatively inexpensive to implement, and, thanks to its use of open source technologies (Magento, Next.js), offers unlimited development and customization possibilities.
Can B2B and B2C operate on one eCommerce platform?
Companies that sell to both business and individual customers typically do so on two separate systems: a separate B2B platform for one group, a B2C store for the other. Without integration between these systems, every price or product change must be entered twice. Order and customer data then live in two places because there's no centralized place (e.g., ERP) to aggregate them, and this data doesn't always match.
Sellina is an eCommerce system that combines B2B and B2C sales in a single platform. Data common to both channels is entered once, in a single shared backend. Where channels differ—in pricing, payments, or customer accounts—the system applies separate logic for each.
What is common to both channels
You update technical parameters and product data once and they're visible simultaneously in both the B2B and B2C sections. You can keep the description and images common for both channels or configure them separately – business and individual customers often have different priorities.
Shared inventory ensures you don't sell more than you actually have in stock, and the customer sees current availability in real time and can complete their purchase.
One place to manage orders, products and customers from both channels, without switching between systems.
Data from your ERP, PIM or OMS feeds both the B2B and B2C channels simultaneously, so you don't update the same information separately in two places.
What is separate for each channel
A B2C customer sees the list price and current promotions, while a B2B customer sees an individual price list and commercial terms negotiated for their company.
B2C pays immediately (card, BLIK, transfer), B2B can use trade credit with a limit configured for a given contractor or deferred payment.
A B2C account is set up in a few dozen seconds, a B2B account is an organization with many users, an assigned salesperson and validation by the Central Statistical Office upon registration, and the registration itself often also requires acceptance of the account and setting of commercial terms by the salesperson.
B2C uses a standard shopping cart, B2B has access to shopping lists, multiple shopping carts, re-ordering, dedicated payment and delivery methods, and a quotation and pricing module.
The result: you don't have to manually build and synchronize two separate systems – one platform supports both sales models, each with its own logic.
Why is Sellina a solution for B2B and B2C eCommerce?
Managing B2B and B2C sales doesn't just mean different pricing and customer accounts—it's about different system logic. What allows Sellina to manage all of this simultaneously?
The basic version of Sellina covers most of the needs of both sales models from day one: credit limits and group pricing for B2B, and standard payments for B2C, user experience, and compliance with applicable consumer regulations (support for GPSR and the Omnibus Directive). Dedicated functionalities can be easily added thanks to the system's open architecture.
Thanks to Magento's built-in ability to create separate store views, you can design a different look, page layout, and product presentation for a business customer and a different one for a retail customer – without building two separate systems.
This solution will work regardless of the order in which you launch your sales. If you're starting with B2C, you already have a ready-made base—product catalog, admin panel, integrations—that you can use to launch B2B in the future, without switching to a second system. The same goes the other way: you can start with B2B and add B2C when you're ready.
Launching a basic store version supporting B2B and B2C sales takes four weeks. After that, dedicated functionalities are introduced, so the average implementation time for the full system is approximately three months. Thanks to the headless architecture, the same central backend also allows for the launch of additional, separate stores for a narrower product range, a different brand, or a new market, if necessary – without building each one from scratch.
Case studies. Sellin implementations.
Marat
Sales digitalization in a manufacturing and distribution company: an application for managing individual prices, support for multiple warehouses with prices defined per warehouse and advanced integration with ERP Comarch XL.
Read more →
Amper
Implementation of the Akeneo PIM system to manage a complex product database and multi-stage integration via an integration hub, supporting simultaneous B2B and B2C sales for a distributor of electrical equipment.
Read more →
Adegis
Digitalization of B2B sales in industrial automation: Magento 2 store with dedicated product views (new and refurbished parts) and strategic consulting in the field of foreign sales and marketplaces.
Read more →How does Sellina separate B2B and B2C customers in one system?
The system recognizes the customer type already at the registration stage and, based on this, differentiates what the customer sees and how they pay.
The registration module supports both B2B and B2C clients, with automatic validation of the NIP number against the Central Statistical Office database for company accounts.
The net or gross price is displayed depending on the user type, with support for prices per customer group and prices depending on the quantity of the product ordered.
A B2C customer pays as standard, a B2B customer may receive a credit limit, trade credit or deferred payment.
A B2C client and a B2B client can have a separate homepage; the B2B client also sees a dedicated dashboard with their credit limit, account manager, order history, and documents and shopping lists.
All this logic runs on a common Open Source engine (Magento 2), so expanding with additional B2B or B2C system functions does not require changing the platform.
One store connecting B2B and B2C customers or two separate websites?
This question only arises when it is already known that both models will work on Sellin – the decision remains whether they should share one address or appear as two separate websites.
One common service
B2B and B2C customers log into the same service – the account type, selected during registration, differentiates prices, payments, and available features. This is how it works, for example, at the Marat Group : a B2B customer registers and logs in on the same page as a retail customer, and immediately after logging in, all the features assigned to their account are unlocked, including a credit limit and dedicated trading terms.
Two separate websites on a common backend
B2B and B2C operate as two separate websites with separate addresses, distinct appearances, and navigation tailored to each segment, but on a shared Magento backend. Product catalogs, inventory, and ERP integrations are updated once, and both sites share the same data. This option is useful when B2B and B2C customers shop differently or have access to different product ranges.
What technology does Sellina run on?
Magento is the most powerful and popular open-source eCommerce system—a large, mature framework supported by a vast global developer community. Sellina leverages this proven foundation and builds a separate storefront visual layer on top of it—separate from the backend and tailored to your product catalog and sales processes.
Benefits of using Magento 2 as Sellina's engine
Any extensions and integrations
Tailored to your catalog, sales processes, and the systems you already work with.
High performance
The engine can handle large product catalogs and increased traffic without losing speed.
Extensive community
Magento is developed by over 300,000 developers and users worldwide, so you will always find a team to take over further development.
Over 5,660 ready-made plugins
Many features can be added faster than writing them from scratch.
Development flexibility
The system grows with your needs, without the need to migrate to another platform as your sales scale.
Most frequently asked questions
Do B2B and B2C customers log into the same system but see different things?
This may be the case. The account type (B2B or B2C) is assigned at the registration stage and controls the prices, payment methods, and shipping methods a given customer sees – even though both log in to the same system, managed from a single administration panel.
Do prices for B2B and B2C customers differ automatically?
Yes. The system displays the net or gross price and the rate depending on the customer group without manual changes by the administrator.
Can I start with B2C sales and add B2B support later?
Yes – B2B functionalities (credit limits, multi-stage price list management, B2B dashboard) are available in the basic version of Sellina and you can start using them at any time when your company starts serving business customers.
Does a B2B customer see a different product catalog than a B2C customer?
In the standard model, the catalog is shared, with only the presentation differing – prices, available payment and shipping methods, and even the homepage, which can be configured separately for each group. If B2B and B2C operate as two separate services with a shared backend, the catalog can also differ – this is determined individually during the pre-implementation analysis stage.
When will I receive my offer?
You can receive a preliminary offer from us immediately – simply contact us by email or phone. This includes the system's basic functionalities and Sellina's launch service. We also prepare a preliminary cost estimate tailored to your business – created after a technical meeting with the Consultant. A precise quote, however, requires a Pre-Implementation Analysis, which takes approximately four weeks to complete.
What do I get to start in Sellin?
A basic version of Sellina with 80–100% of B2B and B2C functionality ready from day one, including registration, group pricing, credit limits, standard checkout, and payments. Check out all the features on our website. Sellina can be freely expanded and dedicated features added without the need to migrate to another platform to scale sales.
How long does it take to implement?
The implementation of the basic version of Sellina, which enables the launch of B2B and B2C sales, takes four weeks. After this stage, we implement dedicated functionalities – the full project is completed in an average of three months, with the exact time depending on the scope established in the brief or the Pre-Implementation Analysis.
What is the warranty like?
The warranty for Sellina is optional and payable – you can purchase it after receiving the system and verifying its correct operation, and then extend it without time limits.
How does a Magento update work, how often does it occur and how much does it cost?
Because most of Sellina's code is shared by all clients, we implement updates faster and more cost-effectively than in a system written from scratch – instead of hours of developer work, we upload a pre-prepared patch and resolve only conflicts with your individual modifications. Security patches are typically released twice a year. Maintaining regularity keeps maintenance costs predictable and low. Based on an analysis of seven projects implemented on Sellina, we recommend adopting a safe annual budget of between a dozen and approximately 30 hours for standard maintenance. Larger workloads are rare – on average, once every two years and are most often due to major technological changes forced upon the entire Magento ecosystem (e.g., a PHP update). Before each update, we prepare a personalized quote, giving you full control over your budget and allowing you to decide on the scope of work for a given year. We wrote more about this in our article: The Cost of Implementing and Maintaining a B2B eCommerce System on Magento: Determining the Total Cost of Ownership (TCO).
What if we want to change the contractor?
The license agreement allows for unlimited changes to the vendor. We provide full system documentation, and the use of popular technologies (Magento 2, React) makes onboarding a new team easier than with dedicated solutions.
What about transferring copyright to the system?
We only transfer copyrights in the case of dedicated functionalities. In any other case, the transfer of rights does not apply, but the license authorizes you, among other things, to develop the system independently.
What about transferring copyrights to functionalities created for me?
We transfer copyrights to your company when creating dedicated solutions.
How are errors in the system resolved?
Troubleshooting is regulated in detail by contract. To simplify matters, we divide troubleshooting into two groups: the first – covered by warranty, performed within the purchased warranty period; the second – not covered by warranty, performed for an additional fee. Each of our clients can purchase and extend the system warranty indefinitely for a fee specified in the contract.
Where will the system be hosted?
We typically host the system on our own servers (or the client's). The infrastructure cost is a separate item, not included in Sellina's base price. If you have your own machines with comparable technological parameters, we can also host the system on your servers.
How are backups created and stored?
Backup is an optional, recurring service as part of system maintenance – backups are created regularly and stored independently of the main production infrastructure.
Can I get a link to all the case studies and discuss them together?
Yes – you can find a full list of implementations in the Case Studies section , and if you would like to discuss specific examples tailored to your industry, please schedule a call.
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Michał Kozik, Head of Design and Strategy / co-CEO